This attempt to promote the new television station has angered parents, who have labelled the advertisement "irresponsible" given the increasing popularity of television and computer games and the rise of child obesity.

"Parents are not impressed by such irresponsible urgings from any broadcaster, " said Jim Jackman, president of the National Parents' Council (post-primary). "It is hard enough to get adolescents away from the television, internet, PlayStation and other such sedentary modern gimmicks to participate in healthy outdoor activities."

Jackman was highly critical of modern advertising methods, which he claims are increasingly targeting the young population. The power of advertising is directly linked to the growing number of hours children spend in front of television, he claimed. "If advertising continues along this vein, young people will be encouraged to eat their meals and do their homework while watching TV, " he said.

A spokeswoman for Channel 6 said that the station would not be making a comment on the issue, but said that there had been no complaints lodged with the Advertising Standards Authority in relation to that, or any other, Channel 6 advertisement. The advertisement in question ran for a number of weeks, although it was recently stopped while Channel 6 reviewed its marketing campaign. This review is not related to any complaints made against the advertisement.